Compelling websites turn visitors into customers, but what is their secret? Visual storytelling.
However, in my experience, many companies and organizations underestimate the power of visual storytelling.
It can captivate people, capture their attention, and actually get them to do business with you.
Therefore, it is in the best interest of every marketing professional to master such a powerful and strategic practice.
What is visual storytelling?
Visual storytelling uses images, graphics, videos, and other visual elements to engage audiences on a deeper and more emotional level than just words.
Done well, it creates coherent, compelling, easy-to-understand and memorable narratives that resonate with target customers. Not only does it evoke specific emotions and convey the brand’s values, but it also serves as a strong value proposition and communicates the benefits of your product or service.
Visual storytelling can be used in all types of marketing materials, from website design to social media posts.
For example, a clothing brand might use a series of photos showing a model meticulously preparing for a night out; The last picture could be of her date – who could unexpectedly turn out to be her grandmother…
When customers realize that the heroine has prepared so carefully to see her grandmother again, they experience the warmth of this close interpersonal relationship.
Meanwhile, without the viewer consciously realizing it, these positive feelings rub off on the brand that sponsored the message. The surprise effect maximizes the memorability of the message and ensures that the message stays with the viewer for as long as possible.
Why visual storytelling works
Visual storytelling works so well because it taps into the wiring of the human brain. People are naturally drawn to images.
The human brain processes them thousands of times faster than written information. In fact, 90% of the information the brain processes is visual.
And because visual storytelling works on an emotional level, it can build strong bonds with potential customers.
Visual messages also tend to be more memorable than text-based texts because the human brain retains visual information better than words. Maybe you remember this Explanation of the popular item: “People can remember more than 2,000 images with at least 90% accuracy in recognition tests over several days, even with short presentation times during learning. This excellent memory for images consistently exceeds our ability to remember words.”
Visual stories can create excitement and interest, increasing the chances that viewers will pay attention to the message. The stronger the message resonates and creates an emotional connection, the more likely they are to think of the brand when considering purchasing a product or service the company offers.
Additionally, visual storytelling can simplify complex concepts and quickly provide a clear representation that the viewer can easily understand.
However, using visual storytelling effectively must start with choosing the right emotion for your marketing campaign.
Choose the right emotion
Different emotions are best for promoting different types of products. Harnessing the right emotions in the right way is the key to converting prospects into customers:
- Humor, When used skillfully, it can help a business project a friendly and approachable image. Playful illustrations, funny captions or clever animations can make people laugh and increase brand likeability. Light-hearted, whimsical, or entertainment-focused products tend to work best for this approach.
- inspiration can also motivate people to become customers. This approach shows how a product improves people’s lives. Success stories of satisfied customers are a good example. Imagine a fitness brand that uses before and after photos that show individuals achieving their fitness goals. Most people who see these images immediately become inspired and imagine their own positive outcomes.
- curiosity fascinates visitors and increases anticipation. Mysterious and new elements can also encourage potential customers to take an active role in exploring further topics. A technology brand could use visually appealing product shots that hide certain features behind clickable buttons, enticing visitors to interact with the page to learn more about the innovative technology. When you leave people wanting to learn more, they become more willing to interact with your brand. They may even become customers just to satisfy their curiosity.
- Create a warm one Sense of belonging In your viewers is another practical approach. You could highlight the values, beliefs or interests that your brand shares with your target customers – to make them feel like they are part of a like-minded community. Products that serve specific niches are often successful with this approach.
However, these are not the only emotions that can be effective. Furthermore, emotions are not mutually exclusive; Different combinations can be used to target different audiences.
Reach customers as quickly and effectively as possible
Ultimately, the power of visual storytelling lies in its ability to tell a story. Whether you use a photo series, video, chart, or diagram, a visual story that illustrates your product or service will help your brand reach customers quickly and effectively.
Capture the audience’s attention and create an emotional connection. Tell a visual story.
More resources on visual storytelling in marketing
How to Tell a Visual Story (Even for You, B2B): A Guide for Marketers
The six superpowers of video storytelling
Visual storytelling: Ekaterina Walter talks to marketing smarts (podcast)
Six ways to prepare your brand for the social media visual revolution